TAM – Vegetarians, Vegans, Flexitarians, people trying to eat less meat, and people with dietary restrictions.
SAM – Vegetarians and vegans who sometimes eat frozen meals due to preference, convenience, or busy lifestyles.
SOM – Urban-based Vegetarians and Vegans who rely on frozen meals/snacks in order to sustain them in their professional lives and are ready to spend more money for healthy food.
Beginning with the SOM, we saw that our best customers were busy professionals in urban areas, health conscious consumers, and families with dietary restrictions. This suggested to us that our SOM consisted of people who were too busy to cook their own meals, or had difficulty preparing their own meals due to different dietary needs or other factors. So, this meant that on top of primarily being for vegetarians, vegans, and flexitarians, our reliable consumer base is also busy and willing to match the higher price point of our products. Expanding on this, we thought our SAM might be expanded to vegetarians and vegans who might like frozen foods, but do not rely on it in the same way that the busier customers do. These consumers might buy our products less reliably and are more likely to be swayed by competitors in the non-convenience meals space, but are still more likely to reach for plant-based options. Finally, our overall TAM consists of the vegans, vegetarian, people with dietary restrictions, and those who are just trying to eat less meat. This broad overall group captures anyone who might be interested in GreenPlate’s meals, regardless of their price preferences or convenience needs.
